In circumstances governed by consistent change in all aspects of business, trust represents a significant factor in the behavioural patterns of organisations. Of great importance for a successful communication in organisations is understanding the levels of trust among staff, employees and their management, and trust in the organisation itself. Trust is a cohesive and motivating factor in work groups. Also, based on trust are identification and commitment to the organisation, as well as the relationships of employees. In successful organisations special attention is given to the problems of trust and mistrust. This work considers different theoretical concepts of how trust is created and maintained in organisations, different dimensions of organisational trust, as well as the effects of trust in organisational performance

In the rapidly evolving landscape of digital marketing, the quest for more effective and engaging visual content is relentless. With artificial intelligence (AI) making significant strides, an important question arises: Can AI tools for design surpass the creativity and effectiveness of human graphic designers? This intriguing inquiry forms the cornerstone of our study. We aimed to evaluate the effectiveness of AI- generated versus human-designed advertisements through a practical approach. In the first phase, both a human graphic designer and an AI tool were given identical tasks and prompts to create visual ad solutions. In the second phase, the efficiency of these designs was assessed using Meta's A/B testing solution for Facebook and Instagram ads. This method allows the testing of visual variables by showing different ad versions to segmented audiences, ensuring that no individual sees both versions and that the budget is evenly distributed. The test duration is recommended to be two weeks or until 100 conversions are collected. This experiment, conducted in August 2024 as part of a campaign for FTN Business School's 2024/2025 enrollment, aims to provide a comprehensive insight into the actual capabilities of graphic solutions created by human designers versus AI tools. The outcome of this test promises to offer valuable insights into the real-world performance of AI-generated designs compared to those crafted by human designers. Will AI tools emerge as the new maestros of design, or will the nuanced touch of human creativity prevail? Our research aims to shed light on this cutting-edge debate, providing data-driven conclusions.

The rapid advancement of Artificial Intelligence (AI) has revolutionized numerous industries, with advertising being one of the most significantly impacted. This paper explores the transformative effects of AI technologies on advertising strategies, practices, and outcomes, particularly in the creation of creative advertising campaigns. By analyzing a wide range of relevant literature in the field, the study aims to understand the current trends, methodologies, and effectiveness of AI-driven campaigns. Additionally, practical examples from leading companies are examined to illustrate how AI technologies are being implemented in real-world scenarios to enhance creativity, target audiences more effectively, and measure campaign success. This research contributes to the growing body of knowledge by providing a comprehensive overview of AI's role in modern advertising, offering valuable insights for marketers and academics interested in the integration of AI in creative processes. The findings are expected to highlight the transformative potential of AI in advertising and suggest best practices for leveraging these technologies to maximize campaign impact.

The concept of the Enterprise Social Networks (ESN) is relatively new phenomenon which has been present for nearly a decade in the research body of knowledge. In this paper, we provide a theoretical background and a review of relevant research on enterprise social media, focused on ESN concepts. The purpose of this paper is to review research on the origins of enterprise social networks, to take stock of the current state of knowledge and to propose directions for future research. Conclusions suggest that successful implementation of ESNs is crutial for productivity improvement.

Augmented Reality (AR) enables a new approach to simulate the dematerialized aspects of brand experience and reach audiences in a novel and exciting way. This study aims to provide a better understanding of how brand experience and brand equity are e...

The importance of marketing in the IT industry cannot be overstated, since it helps the identification and fulfilment of customer needs through tailored technological solutions. Well-educated marketing professionals are essential for the IT industry to develop effective communication strategies and foster strong customer relationships for all stakeholders. In order to better prepare graduates for the multidisciplinary problems of the IT industry, this article highlights the need for higher education institutions, particularly those offering business-oriented study programs, to modify their curricula to incorporate both marketing and IT disciplines. Therefore, this study investigates the readiness of marketing graduates for employment in the IT sector by analyzing their employment status, experiences, and skill sets. Through a focus group of the best marketing graduates from the Faculty of Technical Sciences' Engineering Management study program, we evaluate the competencies they possessed upon entering the workforce and identify gaps in their preparation. The results provide insights into the types of roles these graduates occupy, the challenges they encounter, and the additional skills required to succeed in the tech industry. This study provides valuable information for educators and industry professionals to better align business-oriented degree programs that have a marketing module with the demands of the IT industry